The Rise of Movie Merch

 

'Dune 2' Cup

The most important thing about going to the movies is... well, the movie. However, since day-one, exhibitors have used something extra to entice moviegoers - movie merch.

Either free with a concession purchase or available for an additional cost, merch can and does draw moviegoers to the cinema. Over the years merch has ranged from dinnerware to movie memorabilia. Today, it's all about popcorn buckets, cup toppers, and all manner of tie-ins - many of which appear on e-Bay for resale to collectors (recently a Deadpool & Wolverine popcorn bucket sold for over $100).

Termed CCVs or collectible concession vehicles, these are exclusive branded items. It all started in 2019, when AMC Theaters sold a drink cup shaped like R2-D2 which completely sold out in one evening. Since that time, it became apparent to the large exhibitors that merch exclusive to their chain was a factor to luring patrons to their auditoriums. Today, in many cases, the exclusive items are sold online when moviegoers purchase their admission tickets.

Many CCVs can take over a year from development to point-of-sale when a film is released. Some items are very elaborate, others simple - like the 'Freddy Pizza Box' in promoting Elm Street reruns.

Both the film studios and movie exhibitors have come to realize how impactful movie tie-ins can be to moviegoers. Movie merch is here to stay and will only get more sophisticated and collectible.

By: Jim Lavorato